Royal Air Maroc SWOT Analysis, USP & Competitors

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SWOT Analysis of Royal Air Maroc with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Royal Air Maroc

Parent Company

Morocco Government





Tagline/ Slogan

The wings of Morocco


Punctuality and customer service



Frequent Fliers with airlines

Target Group

Upper middle class individuals


Value for money

SWOT Analysis


1.Strong dominance in the domestic market

2. Government intervention restricts entry of foreign players
3. Royal Air Maroc has the largest fleet of 737s in Africa and is expected to be the first airline in Africa to operate the Boeing 787.
4. Good reputation in the aviation industry


1. Intervention of government and hence restriction to expansion

2. No membership of any of the Airline Alliances


1. Expand reach by becoming a member of any of the Airline alliances and thus increasing the code share agreements

2. Leverage investments of Air France and International Airlines Group
3. Better customer service by improving experience


1. A 2 star rating from Skytrax which affects customers' perception
2. Increasing fuel cost
3. Increasing competition from European LCCs



1. Ryanair
2. EasyJet
3. Air Berlin

The table above concludes the Royal Air Maroc SWOT analysis along with its marketing and brand parameters.


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